You got to meet Emily Groth in a “Meet the Maker” back in 2019 when she had a handmade business featuring macrame work as Studio 1318! This business has changed over the years under a new name, 16th Street Press, that you may have caught at our 16th Annual Unglued Craft Fest in March. We thought it’d be fun to find out her process of creating a new type of business and the inspo behind it—read on for more!

Tell us a bit about yourself again, 7 years later!

Hello again! I’m Emily Groth—born and raised in Fargo, ND, and a proud MSUM (‘20) grad (Go Dragons!). I currently work in marketing, but creativity has always been a huge part of who I am..

I’m a Midwest person through and through—summers at the lake, and winters in the hockey rink watching my brothers play. Design has always been a passion of mine, and I’m constantly inspired by great branding, typography, and anything that tells a story visually.

Describe what type of products and work you do now at 16th Street Press?

I make felt pennants and banners inspired by vintage camp flags and sports memorabilia. Similar to my time creating macramé with Studio 1318, I’m still pulling from retro influences—just reimagining them with a more modern, graphic feel.

Tell us how you got started with changing the focus of your handcrafted business? What inspired you?.

I’ve always loved trying new creative outlets, and over time, I found myself wanting something that felt a little more design-focused. I was really drawn to vintage pennants and the nostalgia behind them—the colors, the shapes, the storytelling.

That inspiration naturally turned into experimenting with felt, and after a lot of trial and error, 16th Street Press started to take shape

What was one of the most difficult pieces you’ve created so far as 16th Street Press?

The framed banners mounted on fabric mat board have definitely been the most challenging. They require a high level of precision—not just in the felt cuts, but in the assembly and layout as well.

With those pieces, the smallest details make the biggest difference, so there’s not much room for error.

Favorite piece?

Definitely the piece I call the “double Nordic flower banner” (because what else would I name it?

It’s one of my favorites because it’s so versatile—it works in just about any space. You can hang it vertically or horizontally, add it to a gallery wall, or use it to fill that awkward, narrow wall that’s always hard to decorate.

What are some lessons you learned that you are taking with you from Studio 1318 now with 16th Street Press?

Patience, above all else. Good things take time and usually a lot more work than you expect.

I also learned how important it is to keep things fun, try new ideas, and stay open to inspiration. That’s what keeps the creative process exciting..

What has been the most challenging part of this new business?

Getting the product exactly where I wanted it took a lot of trial and error. And once I got there, the next challenge was figuring out how to produce everything more efficiently at a larger scale.

It’s also a much messier process than macramé, which brings a whole new set of challenges that require some creative problem-solving.

What has been the most rewarding part so far?

Being back at craft shows and connecting with people in person has been incredibly rewarding. There’s something really special about seeing people interact with your work and getting to share the story behind it.

It’s also been nice to have a creative outlet that feels both relaxing and fulfilling—and there’s nothing better than finishing a big project and seeing it all come together in a booth.

What advice would you have given yourself five years ago?

It’s okay to pivot. Try new things. Don’t feel like you have to stick to one path just because it’s working.

Staying creative and open to change is what keeps things exciting—and honestly, that’s when the best ideas tend to happen.

You were just a vendor at our 16th Annual Unglued Craft Fest and won our “Best in Show” booth award! Your booth was so cohesive and uniquely featured your brand and products. What advice would you give to someone new to creating a booth display for a market?

Thank you! My biggest piece of advice is to pull inspiration directly from your products or what originally inspired them. That naturally creates a more cohesive and intentional look.

Also, use the depth of your space to your advantage. Set up your booth so people have to step in and explore a bit—it creates curiosity and draws people in.